Head of Growth - Insurance Marketing

Job Description About Baba Baba is an applied AI lab modernizing risk and care delivery for people with Medicare. We've become the fastest growing digital health system matching people with Medicare and their family caregivers with expert advocates, physicians, medications, lab testing, and AI agents to deliver insurance-covered care across all 50 states. In the last 8 months, we've completed tens of thousands of appointments and partnered with health plans covering more than 4 million Medicare beneficiaries. On any given day, our team's work spans population health research, applied AI research, clinical care delivery, and fintech infrastructure.
Our team is half engineers, a third former founders, and comes from places like Ramp, Stripe, Liquid AI, Palantir, MIT, and CMU. Our clinical operations are led by the former Executive Director of Care Transitions from the Mount Sinai Health System. com with a short summary of the most challenging problem they've worked on and a link to their LinkedIn.
Direct-to-consumer marketing is the #1 input to Baba's growth today. We market to a range of audiences, including older adults, people with Medicare, people with Medicaid, and family caregivers - the biggest market in the country.
As Director of Growth Marketing you own the function end to end: strategy, channel mix, media buying, funnel conversion, the team, and the operating model. You'll own an eight-figure annual media budget and be responsible for growing our existing channels and opening new ones, including offline, partnership, and community channels that reach older adults where digital doesn't. You'll partner closely with Design, Product & Engineering, Clinical Operations, and Finance, and you'll report to the CEO.
This is a full-time role based in our Soho office in NYC. We're looking for candidates who are local or open to relocating.

What You'll Own Growth strategy and targets. Own D2C target-setting and channel mix allocation across our audiences.
Performance and unit economics. Own CPL, CAC by channel, and lead-to-enrolled-to-billing conversion. Operate within the monthly spend ceiling and payback target set with Finance.
TV and streaming, direct mail, radio, community and partnership marketing, and referral programs. Design and run incrementality tests and build the measurement stack and MMM-style views that make budget allocation defensible.
Manage and grow a small growth marketing team, including org design, hiring, coaching, and agency management. You have 6–10+ years in growth or performance marketing, and you've directly owned a paid budget in the $5–20M+ annual range and scaled it meaningfully while improving efficiency.
You've marketed to older adults or a Medicare or Medicaid population, or in another healthcare, insurance, or financial services category. Experience with Medicare or health insurance marketing is a strong plus.
You've run more than digital: TV, streaming, direct mail, radio, or partnership and community channels, and you know how to measure them.
You go from data to insight to action quickly, you diagnose root causes, and you'd rather build the dashboard than wait for one. You think in payback and lead quality, not just CPL, and you have designed and run incrementality tests rather than trusting platform-reported attribution.
You've built and led a high-performing team and managed agencies, with sharp discernment for performance and a track record of developing people.
You want to be both the strategic layer and the person close enough to the work to catch what's off in an ad account or a landing page.